PlowShare Introduces Programmatic Trading Desk for Non-Profits

Correction 4/17: The product name is Harvest RTG, not Heritage RTG as originally stated.

Public service advertising (PSA) agency PlowShare is introducing a programmatic trading desk, Harvest RTG, built by advertising technology provider RUN. The platform is designed to enable non-profits to run PSA’s programmatically, targeting diverse audiences across different screens.

Josh Millman, director of digital media at PlowShare, said non-profits can benefit from programmatic in similar ways as other advertisers in using data to create more effective campaigns. “(PlowShare seeks to help clients) create a big data set and understand who these donors are actually are (and) continuously target them,” Millman said.

PlowShare has traditionally worked with non-profits on donation drives, and RUN has provided mobile-focused ad technology solutions. The trading desk is built upon RUN’s data management platform (DMP). In addition to the platform itself, RUN provides PlowShare clients with access to its global programmatic ad inventory.

A key focus of Harvest RTG is post-click conversion tracking, showing how ads encourage donations. “We are finding people out there taking action,” said RUN CEO Seth Hittman, “not just reading a message, but wanting to do something with that message and respond positively.”

RUN previously had been involved with non-profits—including The Skin Cancer Foundation and Taylor’s Gift—with the RUN Fund. The initiative drives marketing programs for the non-profits through RUN platforms at no cost to the non-profit.

Select non-profits began working on Harvest RTG beginning Q1, including the Wounded Warrior Project. It went live this month.